Ninja’s creator-driven video approach

Welcome to Modern Retail’s Marketing Week, coinciding with the Modern Retail Marketing Summit in New Orleans. Throughout this week, we will delve into the marketing strategies of influential brands. Plus, we’ll explore leading brands’ marketing tactics and insights gleaned from Summit discussions.

In late March, kitchen appliance brand Ninja hosted creators at its Boston-area headquarters’ test kitchen to preview products set for release in the fall. Some creators brainstormed recipe ideas for social media posts, while others provided feedback on the product’s functionality and appearance in video content.

This practice is common for Ninja as the brand involves influencers and content creators in product testing even before the final development stages. Ninja’s CMO, Kaitlyn Hebert, emphasized the importance of ensuring that new products are suitable for video-centric storytelling. By involving creators early on, they can suggest design improvements based on the brand’s messaging of accessibility and approachability.

In the current landscape, where brands are vying for attention on social media platforms, Ninja, under the SharkNinja umbrella, is strategically focusing on video content. The company’s key marketing priorities in 2025 include a strong presence on Instagram, TikTok, YouTube, and Pinterest.

From a consumer perspective, concise storytelling is crucial. A recent study found that 42% of consumers prefer short-form videos of 15 seconds or less, with an additional 3% preferring videos of 15-30 seconds. Despite uncertainties surrounding TikTok’s future, video content remains a primary tool for brands to connect with customers. The majority of companies, 89%, are utilizing video content in their marketing efforts this year.

According to marketing expert Phil Masiello, video content is effective in showcasing a product’s value in a captivating manner. He underscored the importance of demonstrating the product’s benefits in a concise yet engaging format to drive customer spending.

Ninja’s success with video content can be attributed to its simplicity and clarity. However, quality video content necessitates a significant investment. SharkNinja’s advertising expenditure in 2024 reached $585.3 million, representing 10.6% of its net sales. This marked an increase from previous years, indicating the brand’s commitment to video marketing.

Building a robust video strategy like Ninja’s requires time and experience. The brand’s extensive history in showcasing products through infomercials has evolved into short-form commercials on television and online platforms. Ninja often begins planning videos for upcoming product launches six to nine months in advance to ensure impactful storytelling.

Ninja’s past successes include the launch of the Ninja Slushi, where creators collaborated to develop unique flavors and recipes, leveraging nostalgia and trending topics like Dua Lipa’s beverage preferences. The concept of “slushie scientists” resonated with audiences and sparked user-generated content, further enhancing consumer engagement.

Beyond product launches, Ninja uses social videos to revive interest in existing products and engage consumers through user-generated content and collaborations with affiliates. Partnering with high-profile figures like David Beckham as a global brand ambassador has also helped elevate Ninja’s video marketing efforts.

In conclusion, Ninja’s consumer-centric approach combined with compelling storytelling and collaborations with creators have established it as a leader in video marketing. By consistently delivering innovative and engaging video content, Ninja continues to captivate audiences and drive brand growth.